Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It involves anticipating and interpreting public opinion to counsel management, researching and evaluating communication programs, and planning efforts to influence policy. The Public Relations Society of the Philippines (PRSP) is the country's premier organization for PR professionals, established in 1957. It unites practitioners from various industries who agree to adhere to PRSP's Code of Ethical Standards. The PRSP's mission is to advance the practice of public relations by uniting practitioners, encouraging education, promoting high ethical standards, and strengthening relationships with stakeholders.

1. PUBLIC RELATIONS
Prepared by: Jewel Diaz

2. What is Public Relations?
• Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.

3. FUNCTIONS of PR
• As a management function, public relations also
encompasses the following:
• Anticipating, analyzing and interpreting public opinion,
attitudes and issues that might impact, for good or ill,
the operations and plans of the organization.
• Counseling management at all levels in the organization
with regard to policy decisions, courses of action and
communication, taking into account their public
ramifications and the organization’s social or citizenship
responsibilities.

4. What is Public Relations?
• Researching, conducting and evaluating, on a continuing
basis, programs of action and communication to achieve
the informed public understanding necessary to the
success of an organization’s aims. These may include
marketing; financial; fund raising; employee, community
or government relations; and other programs.
• Planning and implementing the organization’s efforts to
influence or change public policy. Setting objectives,
planning, budgeting, recruiting and training staff,
developing facilities — in short, managing the resources
needed to perform all of the above.

5. Public Relations Society of the
Philippines (PRSP)
• Country’s premiere organization for public relations
professionals.
• It is a non-stock, non-profit organization established
on February 19, 1957 by leading PR practitioners in
the country.
• In its roster are practitioners who represent
business and industry government, non-profit
organizations, hospitals, schools, hotels and
professional service among others.

6. Still on PRSP
• Upon joining the society, members agree to
adhere PRSP Code of Ethical Standards in the
practice of Public Relations.
• Members can choose to join one or more of the
society’s working committee such as Anvil, PR
Congress, Professional Development Program,
PR Educators and Student Affairs, Ethics and
Accreditation, External Relations, Publication
and Social Outreach Program.

7. PRSP Mission
• To advance the practice of public relations by:
(1) Uniting those engaged in the profession
(2) Encouraging continuing education of practitioners
(3) Generating public confidence in the profession by promoting high
ethical practice and encouraging high standards of public service
(4) Playing the active role in all matters affecting the practice of
public relations
(5) Strengthening the relationships of public relations professionals
with employees and clients, government at all levels, educators
with media and the general public.

8. PRSP Code and ETHICS
1. Conduct our professional way of life with the interest of the
public as our basic and primary guide.
1. Conduct our activities in full accordance with the accepted
standards of trust, objectivity, accuracy and good taste.
1. Uphold the rule of law and the dictates of public order, public
policy, moral and good customs
1. Help promote the acceptance of social justice
2. Foster harmonious relationship and establish fair dealings at
all times with employers, fellow practitioners and the general
and special publics.

9. PRSP Code and ETHICS
• 6. Protect the interest of our clients or
employees by being truthful to our commitments
to them, against which shall not represent
conflicting or competing interests, unless full
consent is given by all interested parties with full
disclosure of facts.
• 7. Refuse all obligations which will hamper the
effective and efficient performance of our duties
to our clients and publics.

10. • 8. Adhere closely to the established guidelines
and ethics for the use of Mass Media or any
other channels of communications
• 9. Safeguard the confidence of our present and
former clients or employers by keeping trade
secrets or other information of similar nature,
unless their disclosure is ordered by a competent
government authority by reason of national
security or public policy
PRSP Code and ETHICS

11. • 10. Refuse any form of valuable consideration for a
service, involving a profession, from anyone other
than our clients or employers, even if it does not
involve conflicting interests, unless full consent is
given by all interested parties
• 11. Avoid, at all times pursuing any activity
prejudicial to the interest of the Society or
inconsistent with the dictates if this code; and
• 12. Uphold the accepted principle of ethics that the
end does not justify the means.
PRSP Code and ETHICS